“This year, the choice isn’t between two capable major party nominees who happen to have significant ideological differences. This year, one of the candidates — Republican nomineeDonald Trump— is, by unanimous consensus ofthe Editorial Board, unfit for the presidency,” writes USA Today’s editorial board.

The board harshly describes their concerns over Trump.

They deem him erratic, ill-equipped to be commander-in-chief, and a serial liar with a checkered business career who traffics in prejudice.

“Resist the siren song of a dangerous demagogue,” writes USA Today’s editorial board. “By all means vote, just not for Donald Trump.”

The people are really smart in cancelling subscriptions to the Dallas & Arizona papers & now USA Today will lose readers! The people get it!

USA Today’s editorial board is the latest in a series of news organizations who have decided to go against their institution’s tradition to endorse Hillary Clinton, or at least, ask voters not to support Trump.

Readers cancelled subscriptions and started picketing the Dallas Morning News after their Clinton endorsement. The highly regarded paper has not endorsed a Democrat for president in more than 75 years.

What remains unclear is how effective these endorsements will be in changing people’s minds when it comes time to make a choice.

A 2011 study showed the most effective newspaper endorsements are the unexpected. For instance, The New York Times supporting Hillary Clinton does not surprise its readers or those who believe the newspaper is biased.

However, people may be more adept to listen or read if they chose Trump.

USA Today’s editorial has already garnered time on national broadcasts and received thousands of views online, but could also play into Trump’s rhetoric that he has America’s elite scared.